Campbell Selects Publicis Groupe as New Agency Partner, Ending Long-Term Relationship With BBDO

The Omnicom shop had worked with the company since 1954


The Campbell Soup Company has selected Publicis Groupe as its new agency partner for U.S. retail, creative for Canada and the Asia Pacific region, digital, technology and consumer promotion and global media buying and planning responsibilities, following a review that started in October.

The U.S. retail assignment includes creative, strategy and digital duties for Campbell’s Soup, Chunky soup, Well Yes! soup, V8 beverages, Prego sauces, Pace salsa, SpaghettiOs and Swanson broth brands. Publicis Groupe also will handle Campbell Arnott’s in Australia, New Zealand, Malaysia and Indonesia.

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